Mediakart's Shahad Anand unveils context-driven video strategy at e4m Confluence Summit

In a visually-rich spotlight session at the e4m Confluence - The Media Investments Summit, Shahad Anand, Business Head of Mediakart, made a compelling case for marrying context with creativity in video advertising, arguing that understanding the "why" behind consumer behavior is key to effective digital advertising.

Opening with Mediakart's core philosophy, Anand drew from a personal anecdote about classified ads to illustrate the company's foundation. "Advertisers trust that media to do well and that media does extremely well as far as performance is concerned. That's what Mediakart stands for," he explained, highlighting the agency's decade-long commitment to trust and performance.

Addressing consumer behavior in digital video consumption, Anand identified three typical user actions when ads appear: waiting to skip, watching the ad, or picking up another device. He attributed this behavior to what he called the "three I's": intrusion, interruption, and inevitability. "The key lies in the initial few seconds," Anand noted, proposing personalization, irresistible offers, and clear calls-to-action as solutions to capture and retain viewer attention.

On CTV advertising, Anand stressed the importance of combining video with creative elements, supported by attention mapping technology. Introducing a powerful concept, he stated, "Focal is causal. Whether it is advertising, our interaction with a friend, an email that we receive from the client, whatever we focus on becomes the cause." This principle, he explained, enables advertisers to control where users direct their attention within ads.

Discussing YouTube advertising, Anand showcased Mediakart's advanced contextual targeting capabilities that go beyond keywords to identify faces, brand ambassadors, objects, activities, and logos within videos. "Context reduces the feeling of intrusion," he emphasized, demonstrating how relevant ad placement significantly improves user receptivity.

Concluding his session, Anand referenced a memorable 2004 Economic Times advertisement to illustrate timeless creative impact. "That's what you will get when you do creative plus videos with us. Do try and see how the transformation happens," he said, inviting brands to experience Mediakart's integrated approach to video advertising across CTV, YouTube, and in-app environments.